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Marketing of High-Technology Products and Innovations, by Jakki Mohr
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This book provides a systematic approach which is grounded in relevant theories and empirical research. Marketing of Technology and Innovation provides a framework for making marketing decisions in a high-tech environment. It covers such industries and contexts as telecommunications, information technology (hardware and software), biotechnology, and consumer electronics. The book provides a balance between conceptual discussions and examples, small and big business, products and services, and consumer and business-to-business marketing contexts. Marketing of Technology and Innovation provides readers with a solid conceptual framework. The book covers such topics as strategy and corporate culture in high-technology firms, market orientation and R&D/Marketing interaction, marketing research tools, understanding customers, product development and management issues, distribution channels and supply chain management, pricing considerations, advertising and promotion, and high-technology marketing and the Internet. Ideal for those interested in learning about Marketing of Technology and Innovation, as well as Marketing Management, Business-to-Business Marketing, New Product Development, E-commerce and Internet Marketing.
- Sales Rank: #3135485 in Books
- Published on: 2001-01-15
- Original language: English
- Number of items: 1
- Dimensions: 9.50" h x 1.20" w x 7.20" l, 1.74 pounds
- Binding: Hardcover
- 413 pages
Review
"Jakki Mohr has made a substantial contribution to high tech marketing with this book." -- James T. Simpson, Marketing Professor & Director, Center for the Management of Science and Technology, University of Alabama at Huntsville
...addresses a growing need, given the importance, yet difficulty, of marketing high-technology products. ...well-organized and interesting to read. -- Joe Cannon, Marketing Professor, Colorado State University
From the Publisher
Ideal for those interested in learning about Marketing of Technology and Innovation, as well as Marketing Management, Business-to-Business Marketing, New Product Development, E-commerce and Internet Marketing.
Useful in college curricula, technology institutes, engineering management programs, bio-technology centers, and/or telecommunications programs, executive education courses, training programs in high-tech firms, and technology incubators.
From the Author
A key contribution of the book are the Technology Expert’s "Views from the Trenches." High-tech marketing experts from Intel, IBM, Agilent, Foveon, Hewlett-Packard, and others, offer their insights about best-practices marketing in their companies.
Each chapter also features marketing implications for new technologies, such as RFID chips, nano-technology, Wi-Fi, and others.
Most helpful customer reviews
0 of 0 people found the following review helpful.
Two Stars
By Nick Dare
Dry and boring
3 of 3 people found the following review helpful.
Excellent! Your ONE reference of Marketing High Tech
By Garcia Moreira Rafael
This book is an excellent reference, a "must have" for Marketing Professionals working in high tech industries. It also has extensive bibliographical references that guide the reader that wants to study more about some topic.
As a university teacher, I use this book as the guide textbook of my Marketing of Technology courses.
I have the three editions, each one covers much more material than the previous one. It combines field experience with marketing theory. I particularly enjoy the "expert's views from the trenches, mini cases, and real-life examples.
9 of 10 people found the following review helpful.
Well balanced book
By A Customer
What impressed me the most about this book is the right balance of theoretical discussions and practical examples. The idea of including "views from the trenches" is just way too good. This book helped me conceptualize all the experiences that I have gathered in the past five years in the high-tech industry. This is an excellent read for people who are exclusively focused on marketing (product marketing / product management, etc) or for people who are in other functions, but want to understand the basics of high-tech marketing
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